Market Segmenta on Strategies and Performance in Bayelsa State's Hotel Industry

This study aims to investigate the impact of market segmentation strategies on the performance of hotels in Bayelsa State, Nigeria. The research explores how hotels segment their market based on various factors such as demographics, geographics, psychographics, and behaviour. The study also examines the relationship between market segmentation and key performance indicators, including occupancy rates, average room rate, and revenue per available room (RevPAR).

Two research questions and one hypothesis guided this study. Through a comprehensive literature review and analysis of empirical data, the study identifies the primary market segments targeted by hotels in Bayelsa State. The study adopted cross-sectional survey research design to sample eighteen hotels selected using ten percent proportion out of one hundred and eighty hotels as well as one hundred and fifty-four managers. The study adopted the primary source of data collection method. Descriptive statistics and multiple regression analysis were used in analyzing the data.

The findings of the study revealed that there is a significant effect of market segmentation on hotel performance. The study concludes by providing recommendations for improving market segmentation and service delivery practices in Bayelsa State's hotel industry. By implementing these recommendations, hotels can enhance competitive position, attract more visitors, and contribute to the overall economic development of the state.